Tea Time with Michael - Upcycling, But Make It Fashion: The MOOT Origin Story

He said something on a podcast that made me yell: "Damn right!" on my screen.

What happens when a brand’s purpose is clear, its product is beautiful, and its founder is the kind of person you’d want to get tea with?

You get MOOT, and this founder story that’ll make you rethink how good design, resilience, and upcycling come together in fashion.

In this blog, you’ll hear from Michael, the founder of MOOT, a Berlin-based upcycled fashion brand. We talk about how a casual walk led to a whole business, why starting without a plan is perfectly okay, and what too many sustainable brands still get wrong.

Let’s spill the tea.

You ready?!

How I Found Michael

I came across Michael through LinkedIn (God bless that platform).

At first, I was quietly reading his posts. Then one day I saw a podcast clip where he said:

“Just because you’re sustainable doesn’t mean people will buy your product.”

Damn right!

I knew I had to speak with him.

That led to an hour-long chat filled with laughs, a few “wow” moments, and even some deep reflections on what it really takes to build a meaningful brand.

Is he the best founder in the upcycling space? I don’t know. But he’s definitely one of the most refreshing ones I’ve met. He has this lightness, this warmth, and I felt it right away.

You know those rare people who just make conversations easy? That’s Michael.

The MOOT Origin Story: From Lisbon Streets to Fashion Studios

“I wouldn’t even call myself a fashion guy,” he laughs.“In fact, my friends still find it hilarious that I ended up in this industry.”

MOOT didn’t start in a studio or with a sketchbook. It started during a casual walk in Lisbon.

Michael was studying Business Administration and exploring social entrepreneurship when his friend, a fashion designer, Nils, shared how disillusioned he felt with the waste in the industry.

He’d just finished a project repurposing discarded materials in Berlin, and it sparked something in Michael.

“Wait... you’re saying there’s a way to turn waste into beautiful fashion?”

That question became the foundation of MOOT, a brand that challenges what fashion can look like when we stop wasting and start designing smarter.

Starting a Brand in a Pandemic? Sure, Why Not

Ten days after officially registering MOOT, the pandemic hit.

“All our partners shut down,” Michael said. “Not the best timing.”

But here’s the thing, he started anyway. And OMG! That’s a scary path, isn’t it? 

“No one is ever 100% ready. You just have to begin.”

He also adds, “But Ana, you know, don’t do it for the money. Start something because you care. Because it aligns with your values. Because it solves a problem that matters.”

For him, that guiding star has always been: saving resources.

Asking for Help Is a Founder’s Superpower

I always ask founders: “Was it hard to ask for help?”

Michael didn’t even hesitate.

“Ask for help. Other founders get it. Most people want to support you if you’re honest about where you’re stuck.”

Being vulnerable isn’t a weakness. Asking for help is a skill, one every founder needs to survive the chaos of early days.

MOOT Isn’t Just Sustainable. It’s Desirable.

Here’s what I love most about this brand:

It’s not trying to sell sustainability. It’s selling good fashion.

“Sustainability isn’t a selling point. It never was,” he says. “People buy a shirt because it looks good. Fits well. Feels right. Sustainability should be a given, like quality or safety.”

Guess, that’s where so many brands get it wrong. They lead with values instead of showing the value of the product.

Michael puts it simply:

“Don’t shout, ‘We’re sustainable!’ Show why your product is better.”

Final Sip of Tea

Michael’s journey with MOOT is a reminder that you don’t need to have everything figured out. You just need a clear “why,” a good question, and the courage to take the first step.

From a street in Lisbon to a pandemic-born fashion brand, from solving fashion’s waste problem to offering Upcycling-as-a-Service, it all started with curiosity and conversation.

So, what’s the main lessons from our founder friend? 

Start where you are.

Ask for help.

Build something good.

The rest? It follows.

And bonus lesson Michael shared that stuck with me:

“As a founder, you don’t have to solve every problem. You just need to find the right people who can.”

That said, the founders can push the processes forward not by doing everything, but by doing the right things.

Well, I did not know that…

That’s the last sip of tea for today, see you soon for the next cup.

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More bold talks and honest lessons are coming in the Tea Time with Founders series.

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